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Goop rolls out new G. Sport athleisure label

Gwyneth Paltrow's Goop has quietly introduced its own private label activewear line called G. Sport. The lifestyle brand has rolled out a fifteen-piece collection of tops, bras and bottoms through several launch phases.

Pieces are available in grey and black as well as navy with floral details - Goop

In a release, Paltrow explained of her new athleisure line, "We designed G. Sport with the goal of providing women with mix-and-match performance pieces that are simultaneously technical, comfortable, and fashion-centric."

G. Sport's collection is focused on form, function and femininity, with bright peonies adorning leggings and bras on a navy background, while other pieces are available in basic grey or black. Leotards, crop tops, a puff-sleeve mesh tee, leggings and a fleece round out the first collection.

From a performance standpoint, G. Sport delivers standard tech features such as flat-locked seams and elastic support. According to the brand, the collection is positioned to be "amplified by the woman wearing it, not the other way around." This appears to be Goop's way of stating its branding will remain minimalist, unlike activewear competitors Nike, Adidas, Under Armour and Lululemon whose product often sports logos prominently.

Contextualizing the fitness apparel line within the brand's holistic approach to health and well-being, Paltrow added, "To me, fitness is a critical part of health and wellness—when a woman feels physically strong, her overall quality of life is enhanced."

G. Sport prices range from $55 for a cotton muscle tee to $125 for a cotton hoody, both made in the USA. Leggings are priced competitively with other middle tier athleisure and athletic brands, ranging from $90 to $125.